Nike has unveiled “Project Goddess”, a new campaign aimed at reframing the relationship between beauty and athletic performance.
Built around the idea that confidence can directly impact how athletes show up, the project brings sport and self-expression into the same space. Nike partnered with French makeup artist Marie Guillon and German photographer Kapfhammer to produce a series of dreamlike visuals fronted by female athletes, positioning makeup as part of pre-performance ritual rather than a distraction.
The campaign also previews an unreleased accessories-led collection developed by Nike senior innovator Landi Wilson alongside computational designers Sarah Hammond and Yuan Mu, extending the concept into wearable design rooted in identity, empowerment and personal style.
Check out imagery in the gallery above.
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